Proven sales script (with analysis) for B2B appointment setting

• Proven appointment setting scripts that work format and examples.
• The Pro and Con of This Phone Sales Scripting Format.
• Three Reasons why a “Good Sales Call Script” Won’t Save You

A proven model sales script for appointment setters to set more sales appointments and discovery calls.

At the risk of simplifying, let me share with you a structure for a b2b appointment setting script which has proven successful at obtaining sales appointments with hard-to-reach decision makers in a variety of industries. If your calls are not working, this telemarketing script sample will enable you to communicate a successful sales message. Your prospect will know why you are worth their time.

Table of Contents

Before I share this how to sell over the phone script with you, let me warn you that there is much done prior to this phone call, to maximize your chance of crafting a successful telephone sales script.

   This article may also help you.
   B2B Appointment setting: Qualified sales lead metrics to set your expectations.

Selecting your target, organizing yourself for efficiency and effectiveness, all are important if your prospecting program is to have a chance of cost-effective and consistent b2b lead generation. They are not dealt with here.

Remember, a telephone sales script differs greatly from an in-person pitch. In person, someone is more likely to indulge you longer as you drone on. But over the phone, if you are clearly communicating value important to them and credibility it is bye-bye within seconds.

A Sample Telemarketing Pitch Script for Setting Sales Appointments:

“This is Scott Channell from Finding Business. We help companies to set more discovery calls that convert to closed accounts. Booked more than 2,000 C-level meetings before coaching sales teams and have written four books on the topic. Don’t know where you are at with your sales process, but if you are looking for some new ideas, would like the opportunity to introduce myself and tell you about some programs that have worked for other companies. Down the road, if you hear something you like, we hope you think of us. Would you have any time in the next week or two?”

Analysis of this Cold Call Telemarketing Script:

” This is Scott Channell from Finding Business.”

Get to the point. Communicate what they will benefit from. Don’t waste valuable time asking them how they are (who cares?), or whether this is a convenient time to speak to you for a moment (why should a prospect on the phone give even a minute of their time if your message provides no clue how you might help them?)

“We help companies to set more discovery calls that convert to closed accounts.

Clearly communicate what you do right up front. They can’t determine whether you are worth their time if they don’t know what problems you solve.

“Booked more than 2,000 C-level meetings before coaching sales teams and have written four books on the topic.”

Immediately slay them with benefits. Give them some reason to believe that you are credible.

This sample script for selling over the phone illustrates this. Clearly communicating benefits should be one of your core sales scripting techniques. They will not talk to you or agree to give you 45 to 60 minutes of their time if you do not let the prospect know clearly and concisely what benefits may accrue to them. Your cold call sales script should tell them immediately.

Your target decides within the first 3 to 5 seconds whether they want to listen to you longer. Give them reasons to listen to your full pitch with your telephone scripts. Tell them what you do. Then your call script should weave in three specific benefits (not one or two) you deliver they may want.

“I don’t know where you are at with your sales process, but if you are looking for some options or new ideas, I would like the opportunity to introduce myself and describe some programs that have worked for other companies.”

Your sales calls will get more appointments when you use telephone scripts that state the obvious? You don’t know, so admit it. They rarely hear that from a salesperson. Be different. Options? New ideas? Who isn’t interested in them if they are from a credible source?

“Introduce myself” is a low-pressure yet powerful technique to ask for a discovery call. It is softer script structure than telling someone you want to meet to sell them something.

“Describe some programs that have worked for others.”

Now we are giving them some information that may be valuable to them. Successful sales scripts do this with clarity and repeatedly. Particularly with a cold call sales script, communicate value without hesitation. Don’t make your prospect guess or assume your prospect knows certain things. These ideas have worked for others, so maybe they will work for me.

“Down the road, if you hear something you like, we hope you might think of us.”

Take away the pressure. Successful b2b appointment setting sales scripts force nothing, but sales scripting that works gives people simple choices and options.
People are afraid you are going to try to hard sell or manipulate them. Tell them up front you will be thrilled if, “down the road” they think of you. Remember, you are trying to get a face-to-face meeting. Be good at selling meetings and you will sell more of your offering. Start your sales pitch too early and you will never get a chance to meet.

“Would you have any time in the next week or two?”

Tell them specifically what it is you want from them. Telephone sales scripts that work are concise and chock full of specifics. Ask questions they grasp quickly. Do they have any time in the next week or two? They can say “yes”, “no” or talk to you about it. Your phone script makes it crystal clear what you want from them. If there is doubt in their mind as to what you want them to do, they will be confused, and the answer will always be “no”.

Do not ask them if it is more convenient to meet “next Tuesday at 10:00 or Wednesday at 2:00?

The appointment setting telemarketing script gods will come down and slap you. This tactic is one of the most overly used. You make it easy for prospects to lump you in with time-wasting salespeople who have preceded you, using poorly structured telephone scripts that waste their time with immediately obvious manipulative sales techniques. Prospects flee from such salespeople. Don’t let it be you.

Notice this sales script takes only 30 seconds to deliver.

If your sales script takes longer than 30 seconds to get to the punch line, you are doomed to fail. After 30 seconds, minds wander. People think 10 times faster than they can listen. Talk too long and they think of reasons you are not worth their time.

This sales script example can be changed to fit your specific circumstances, but the core sales script template has proven effective again and again in a variety of service and product industries.

Pro and con of these sales script examples

The phone script format relayed above has proven successful. It has been used to generate tens of thousands of b2b first sales conversations in a variety of industries. However, dangers exist to using this sales script template.

First, let us state the obvious. The purpose of using telephone scripts to set sales appointments is not to just set meetings. The purpose is to ultimately generate more revenue and profits cost-effectively. Some people forget this and think that all they have to do is generate sales appointments and they are on easy street. Nothing could be farther from the truth.

Are your salespeople closing these discovery calls at an acceptable rate? Too few qualified appointments or meetings set with low-probability low-value suspects will have your salespeople closing bad deals. Good sales managers do not let a sales team call crap.

Prospecting effectively and setting the appointment is only one step toward an overall effective sales process and b2b lead generation program. The sales script example above is soft. Meaning that there is little disqualification going on with the phone script.

If you are not careful about which companies you choose to call, you could lose your shirt with such a sales script. You could spend a lot of time and money meeting with prospects who won’t buy or would be unprofitable to sell.

If you use telephone scripts like this, you may (or may not) choose to ask some qualifying questions to screen out the no profit time wasters. Or you may choose to use a harder phone script more calculated to connect you only with prospects likely to buy in the near future.

The sales script format and qualifying questions appropriate to best meet your sales, revenue and profit goals are determined after considering your revenue goals, gross margins, cost of inquiry, cost of sale and the length of your sales cycle.

Three reasons why a “good sales script” won’t save your B2B lead generation butt.

(The following is a brief excerpt from “Powerful Sales Scripts Sell the Meeting” by Scott Channell. Available on Amazon.)

Those who believe there are “magic telephone scripts” floating about which, if captured and repeated, could turn on a faucet of sales appointments and qualified opportunities that would cause untold sales commissions and new accounts — are walking among the clueless… with a stack of phone scripts that are not making the difference.


Three reasons.

First, sales scripts are important, yes. But good cold calling sales scripts that work are NEVER the only reason sales prospecting is successful. You must work a total process to be consistently successful at sales prospecting. Your appointment setting sales scripts are at maximum 25%—30% of that process. Without the rest of the process, your telephone scripts are worth nothing.

“Good sales scripts” only help you if you are talking to enough of the “right people” at the right time. It is your overall process that will consistently deliver up those interactions.

What good are successful sales scripts if you are not having a conversation with qualified prospects?

In that common circumstance, your “successful sales scripts” won’t work. Good sales scripts do not work if you are talking to rocks.

Own what you say with your phone scripts

Second, phone scripts that sell are specific to you and they emerge from a sales script creation process, which enables you to truly own what you say.

Your company.
Your personal experience.
Your strengths.
Your region.
Your competitive environment.
Your business priorities.
Your points of competitive advantage.

Example: I do a lot of work for some major franchise companies. Franchisee to franchisee there can be variations in the setting sales appointment scripts that work. Those variations typically emphasize strengths, experiences and business priorities of the individual master franchisor. Not all the successful sales scripts are exactly the same.

Among companies that have many top producers, the successful phone scripts that work are not exactly alike. Successful sales scripts have similar components and structures, but the words can differ. Again, there is room for phone script variations based upon individual strengths and business objectives.

Appointment setting sales scripts that work are specific to you.

They are also the result of a phone script creation process that enables the caller, the salesperson, to own the words of the sales script. You must own the words to deliver your phone script with confidence and conviction.

To really own the words, you either need to follow the steps in this guide to create a sales script, or have a strong understanding of what makes a sales script effective.

You need a few “ah ha” moments…

… during the phone script creation process as to:

-Component parts of a sales script that sells.

-Your word and phrase choices within each component part of a sales script template.

-The structure of a good sales script.

If you try to write a phone script and don’t grasp the above, your sales script will be weak.

If you try to deliver a telephone script and don’t grasp the above, you will not own the sales script. You won’t deliver it with confidence, you won’t have a sales script that works, and you will constantly deviate from it.

Adapt. Evolve. Rewrite your Appointment Setting Scripts

Third, sales scripts evolve.
Even when you follow this process to create a solid initial phone script, it will change. It is normal and expected for a telephone script that works to be massaged and rewritten about 6 times before you determine you have it right.

That’s right. Expect to modify your sales script 6 times before it reaches final form.

Now let’s get into the actual preparation steps of writing “good sales scripts” that sell the typical first step (a meeting face-to-face, by phone, or attendance at a webinar or event) in many sales processes.

But first a few caveats…

Difference between a high-level and lower-level sales script environments.

When I refer to phone scripts having some flexibility, I am referring much more to a high-level sales environment than I am a lower-level sales environment.

A high-level sales environment is typically higher investment, more risk, multiple steps, has multiple decision makers and a long sales cycle. A lower-level sales environment is typically more activity oriented. Stack ‘em high, make ‘em fly. Buy now. Next! Usually a smaller investment, less at stake, one decision maker, short cycle type sale.

Lower-level high volume sales environments tend to utilize more tightly structured phone scripts, and they should be. What works is proven over time by tracking and statistics. Plus, the skill sets of callers rarely allow for flexibility with sales scripts templates.

In a lower-level environment, stick to the phone script.

Even in high-level environments, you have less flexibility up front crafting your successful sales script template.

It makes sense that in high-level environments, where there are more variables and nuances, that there should be more flexibility in sales scripts.

True, but there is less flexibility in the front of the sales script path than there is in the middle or toward the end of the phone script path.

What do I mean?

Let’s take a 30 second sales script calculated to set an appointment. That will usually be about a 2 1/2-to-3-minute conversation. The deeper into that conversation you go, the more flexibility you have for massaging and variation.

But the first 30 seconds? Sorry. Even in high-level sales environments, you have virtually no room for adjustments in the phone script.

Sales Scripts are just preparation.

Frankly, I don’t understand appointment setters who refuse to write telephone sales scripts and work from a script template to guide the words they select for better messaging impact.

It is incomprehensible to me that people would march into a sales environment where failure is the norm, where seconds count, where every word matters… and not be prepared.

That is what writing sales scripts is all about. Preparation. You identify repetitive scenarios, anticipate common responses, brainstorm all your word choices and select the words most likely to achieve your business objective.

Preparation. So that when you hear “hello?” you drastically increase the odds of achieving your business objective.

Few are so smart, or so personable….

Sorry, but those of you who refuse to write the words most calculated to achieve your business objectives in repetitive situations are letting a lot of money slip through your dialing fingers.

“Sounding scripted” and using phone scripts are two totally different things.

One has nothing to do with the other.

Do you really think that you are so witty, your personality so enchanting, your intellect so superior that you can process each situation second by second and magically pull out of the air the right things to say that accomplish your business aim? Without preparation and practice?

Are you out of your mind? If you really could magically anticipate the behavior of each individual who picked up the phone, you wouldn’t be prospecting. You would not be working, never mind using sales scripts.

It is much more likely that your naturally inspired verbiage waters down your value proposition and meanders like smoke to the ceiling. You choose words with less impact and squander time. Good thing you didn’t think and prepare by writing a phone script.

Sales prospecting on the phone and using sales scripts does not have to turn you into a robot.

There is room for flexibility.

Top producers will vary their script approach when selling.

Among high producing sales teams, there will be variations in sales scripts.

But… but… but…

The similarities among all those winning sales scripts are many.

It is not the differences that make those sales scripts work. It is the similarities.

Whether you are setting an appointment, qualifying an opportunity, generating a lead, closing a sale, or building attendance to an event…

…there are reasons good sales scripts work and lousy phone scripts predict a macaroni and cheese diet.

Another Sample Appointment Setting Script was Super Successful

Here is a sample appointment setting script that helped a salesperson go from 2 to 3 appointments a month to 10-15 a week. The script also increased the size of the average sale and the closing conversion rate.

Brief background: Salesperson calls me starting a new job, starving for qualified leads and wants some sales script techniques and examples for b2b appointment setting. Wants to get off to a fast start but has no calling script examples for setting appointments.

Within 2 weeks, he is on fire with appointment setting, setting 10-15 appointments a week with his new favorite appointment setting scripts that work. Company owner is inviting him to baseball games in the corporate box. He sets appointments with companies he thought were beyond him.

Caution: This is only the first 30-seconds front end of a total appointment setting script path. It does not give you insight into how he organized himself to have enough conversations with prospects that fit his A+ profile.

It also does not give you the script structures used to respond to sales objections that were used to turn “send me info,” “we are all set” and “call me back” into scheduled appointments. You need to have those ready along with your phone script for setting appointments.

Below is an example of an effective setting appointments over the phone script … then a brief analysis.

” Hi, this is ________ from Better Benefits Corporation.

We specialize in helping companies select and manage employee benefit plans.

Over 500 companies in the East Wazoo area work with us to control their health insurance costs without reducing core benefits.

Our proprietary data analytics and predictive modeling tools have proven to reduce overall benefit costs.

We would like to introduce ourselves and relate the methods and strategies that others have found effective in controlling their benefit costs. I know you will learn some things and if you think of us in the future, that would be great.

Would you have some time in the next week or two?”

You made your first mistake… Thinking that the above b2b appointment setting script structure would not work in your industry, with your prospects.

Wrong. This is a great sample of a cold call script to get the appointment that works and a structure that gets consistent results across all industries over many years.


1. This appointment setting script format is initially very direct. Don’t confuse direct with pushy. If a prospect has a need you can fill, you must tell them what you do, that you are credible and the benefits you deliver. Don’t let anything… anything… get in the way of your telemarketing script delivering that message.

How is a top-level person supposed to decide you are worth some time if your appointment setting script doesn’t give them some reasons?

The #1 reason a conversation with a solid prospect doesn’t turn into a solid lead

Easy, it is that you did not communicate sufficient reason to meet. That is what excellent telemarketing scripts do. Turn a prospect into a lead by providing enough reasons to meet.

2. There is clarity. No confusion. What they do, the benefits delivered and what they want is crystal clear… up front. Setting sales appointments scripts that work are crystal clear and your decision-maker can immediately grasp value. Appointment setting scripts that work will not let them ponder, question or think about what you mean for even a moment.

3. For a cold call appointment setting script to have a chance at success, you must promise them something AT THE MEETING that is worth their time. Remember, you are not selling your product or service, you are selling a meeting.

That’s it. Sell more meetings, make more money. Sell no meetings or fewer meetings, you have NO CHANCE to make money. That business will go to a competitor.

Even if a prospect doesn’t think they will do business with you (and let’s face it, at this point, they are not) they should think it would be worth it to meet with you, as they will learn something.

Scripts for sales appointments that work do not promise or allude to benefits way in the future (and they certainly don’t mention price or pricing.) Remember, your cold call appointment setting script must promise to deliver benefits AT THE SALES MEETING.

4. Tell them exactly what you want with your sales script… to meet, to introduce yourself, to share some valuable information.

5. Take the immediate pressure off. Tell them “If you think of us in the future, that would be great.”

6. Ask. Do you have any time in the next week or two?

You have options when crafting an effective cold call appointment setting script…

…as to how you phrase your credibility and benefit statements. There are several ways to ask for the sales meeting at the end and to manage your phone script transitions.

You should prospect with a solid sales script template and a few core sales script examples that work

Effective messaging requires a plan.

There is a method to b2b lead generation verbiage that works. You will use the words you choose within a certain structure. You are want to be clear about what you do, why you are credible and the bottom-line benefits your clients and accounts typically get.

To lay a proper foundation in order to sell a meeting, you will need a structure to touch all those bases. Give them the information they need to conclude you are worth more time.

If you use a template that makes sense to you and can refer to some phone script examples that worked, you will fit in the verbiage that will best enable a prospect to conclude that you are worth more time.

Remember that your telemarketing script is only one part of a total b2b lead generation system.

Appointment setting scripts that work don’t help you if you are not talking to enough of the right people. Your script paths must also provide you a model response for repetitive scenarios, forms of resistance and objections.

Contact us to get your questions answered.